[Quality88]

Believe it or not, there was a time not too long ago when the Daytona 500 had a presenting sponsor. From 1991 to 1993, the race was known as the Daytona 500 by STP.
Sacrilege? Not exactly, the best Richard Petty can recall.
"There wasn't a real big deal because of the way they did it," said Petty, whose iconic No. 43 also was sponsored by STP. "It wasn't a sponsor's name on the 500, it came after the 500, so not as much was made of it.
"The reason they quit was that it just got too expensive for STP and I don't think Daytona wanted to keep changing it every year because of the way it might dilute the brand."
To this day, the Daytona 500 remains the only NASCAR race whose title is not for sale. In a sport where everything is believed to be for sale for the right price, officials at International Speedway Corp., owners of Daytona International Speedway, can't envision a day when a title sponsorship will be sold for the sport's most famous race.
"You never say never, but it'd have to be a very compelling reason to even entertain that idea," said Daryl Wolfe, ISC's chief marketing officer. "And it's hard to contemplate what that compelling reason would be. I don't think we'd do anything to erode all of the equity that's built up in the Daytona 500 brand."
As for what a title sponsorship to the Daytona 500 might go for, some industry experts guess about twice that of a typical title sponsorship, which normally sells for the low seven figures a year. But there's also the potential for pushback from companies that might be concerned over negative fan reaction.

NASCAR.COM - In name-change game, Daytona 500 stands alone - Feb 13, 2008